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In 2014, ProsperWorks ushered in the era of the intelligent CRM, integrating directly with G Suite apps like Gmail, Calendar, Hangouts, and Drive.

Four years later the innovative product had outgrown the brand. To better position itself as a leader in the rapidly changing CRM market, the company came to Ueno for a complete brand rethink, including a new name.

Listening to the people who created, sold and used the product helped us define a direction for what would become the new brand. The keywords: energy, simplicity, humanity. The new name had to reflect both the product and the brand: sturdy, grounded, friendly, and memorable. It had to work equally well for a productivity tool used by millions and a company worth billions. Plus it had to be fun to say.